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호텔의 외식사업부에서 운영하는 레스토랑 선택속성이 고객만족에 미치는 영향에 관한 연구
이애주,황보성경 세종대학교 관광산업연구소 2002 호텔관광경영연구 Vol.17 No.-
The Korea food service industry is growing rapidly as disposable income, leisure time and dual-income family is increased in our industrial society. However, recently the business of hotel restaurant is not a good shape because of the hotel's financial difficulty due to the low consumption through the Korea's economic turmoil like the IMF crisis. The business model based upon the hotel food service using the well known hotel brand provides a good opportunity to overcome this kind of problem. The present study has been motivated by such circumstance. The purpose of this study is to analyse customers' choice behavior, who are visiting the Hotel restaurants, and then to establish the appropriate marketing strategy model by difference customer's characteristics. To test a proposed model of this study, survey was conducted by 255 hotel restaurant customer from September 24th till October 20th, 2001. And the collected responses were analyzed by using frequency analysis, description analysis, factor analysis, cluster analysis, t-test, one-way ANOVA with Duncan multiple range test, multiple regression analysis. The major results of this study are summarized as follows. First, the main customer were distributed between 20s to 30s years young females who have higher education background and finance status with their stable occupations. Secondly, they were usually recommended by their friends and families. Thirdly, selected places were divided by 3 main factors. The primary one was Hotels' convenience and facilities.
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